(IJACSA) International Journal of Advanced Computer Science and Applications,
Vol. 8, No. 12, 2017
Web Usability and User Trust on E-commerce
Websites in Pakistan
Rohail Shehzad
CS and IT Department
University of Lahore Pakistan
Zulqurnan Aslam
CS and IT Department
University of Lahore Pakistan
Abstract—Web usability is an integral part of e-commerce.
Users are less prone to the websites which are difficult to navigate
and slow in response time. E-commerce business is growing
aggressively on daily basis, but lack of user trust can impede
this growth. Success of online business is largely dependent on
getting user’s trust. There are different techniques and models
to measure web usability and user trust level, but they are
not covering all aspects of web usability. So we proposed a
new enhanced SUPR-Q model with six (6) parameters, such as
Usability, Effectiveness, Efficiency, Learnability, Satisfaction and
Security. We performed an experiment with one hundred twenty
(120) participants to measure the web usability and user’s trust
on two famous e-commerce websites of Pakistan (daraz.pk &
homeshopping.pk). We divided our participants into two equal
groups, such as Random and Regular group on the basis of
their previous shopping exposure. Our results shows that usability
score of Regular group who did shopping most frequently were
better than the Random group which was less exposed with
shopping experience. Regular group was more satisfied from both
websites with the score of 46.8% on daraz.pk and 44.8% on
homshopping.pk as compared to Random group. Both groups
showed higher usability score on daraz.pk which was 45.2% in
case of Regular group and 40% in case of Random group due
to the higher effectiveness and efficiency of web interface. The
overall results showed that trust on e-commerce website plays
vital role in user’s satisfaction and purchasing.
Keywords—Web usability; e-commerce; user trust; Pakistan;
random; regular
I. I NTRODUCTION
The technological development, such as websites have
become an essential business platform for buying, selling
and distributing products. This includes sharing of products
between organizations to customers, organizations to orga-
nizations and customers to customers. This has brought e-
commerce to an entirely new level where people expect more
from these websites [4, 7]. E-commerce websites are always
great improvement for your business without any kind of
physical boundaries. It is therefore important that website
should be easy to use; else it will put bad impact on the
customers[4]. For the e-commerce websites, ‘user’ is the most
important factor for the success of a business or failure of the
business, so user should be the main focus point while making
these websites [24]. These e-commerce websites are growing
www.ijacsa.thesai.org
Nadeem Ahmad
CS and IT Department
The Superior University, Lahore Pakistan
Muhammad Waseem Iqbal
CS and IT Department
University of Lahore Pakistan
very fast but they don’t follow the proper standards that is the
reason still today, people don’t trust these websites in Pakistan.
They lack some usability standards which should be followed
while making the websites.
According to the Jakob Nielsen [30], Usability is a quality
attribute that assesses how easy user interfaces are to use. The
word “usability” also refers to methods for improving ease-
of-use during the design process [8]. The ISO 9241 standard
recommends that usability metrics should include: [2]
1) Effectiveness: How effectively user completes the
specific goal.
2) Efficiency: What resources are consumed to attain
specific goal.
3) Satisfaction: What is the user feedback? How much
he is satisfied with the system.
Abran [1] produced enhanced model of usability. They
added two more essentials in the standard ISO usability model.
They added learnability and security. Learnability means, time
required to learn how many time he/she acquired the help.
Security as name suggests is a very important factor in e-
commerce websites.
Trust is very crucial element in e-commerce websites. If
people trust you, they will do business with you [28]. Strong
trust level will lead toward the purchase of the item. When
consumers don’t see the famous brands on the websites they
will not trust the websites and eventually they will not make
any purchase [27]. The role of trust becomes more important in
e-commerce sites because both partners don’t know each other
and they may be sometime located in unknown places [14].
The objective of this paper is to present a study that evaluated a
relationship between usability of the website interface design
and the level of trust of potential customer on e-commerce
websites in Pakistan. To accomplish this task two well known
e-commerce websites, successfully running in Pakistan were
selected for the evaluation. We evaluated the hypothesis that
higher security level enhances usability and satisfaction level.
In this paper we conducted an experiment with one hundred
twenty (120) participants that were divided into two (2) equal
509 | P a g e
 (IJACSA) International Journal of Advanced Computer Science and Applications,
groups named as Random group and Regular group. Each
group performed the tasks given by us in twenty (20) minutes
on each website after that a post-experiment questionnaire
was filled online and responses of this questionnaire were
collected. After filling the questionnaire, a feedback session
was conducted in which participants gave useful suggestions
and feedback about these websites.
Section 2 of this paper presents the background and re-
lated work about the web useability and trust of e-commerce
websites. Section 3 describes the enhanced usability frame-
work and Section 4 demonstrate the research methodology
related to our experiment. In Section 5 detailed results are
discussed while Section 6 describes the observations and
findings. Section 7 have some of our design recommendations
related to website interface design and Section 8 concludes our
contribution along with future work.
II. BACKGROUND AND R ELATED W ORK
An easy to use website is more effective and preferable
when it has high usability [16] [6]. Though there is continuous
growth in e-commerce and many companies are converting
to e-commerce business. But they are reporting problems
regarding attracting new customers and retaining existing one.
They are facing big challenges in converting online purchases
to real purchases [15] [10]. A strong relationship between
user performance and usability has always been supported
even ISO [22] emphasizes on the performance of website.
Further Nielsen and Levy [31] stated that user performance
is one of the important determinants of usability.
The major issue with online purchasing is trust. Less
trust level leads towards less purchase. Many researchers have
already worked on better understanding of user trust level
on e-commerce websites. Gustavsson did study to get better
understanding of user trust in e-commerce. Gustavsson and
Johansson [20] choose a survey as their research strategy and
primary data was collected through questionnaire. Question-
naire was handed out to people of the age from eighteen (18)
to above and two hundred (200) participants were chosen for
this experiment. The security and privacy are the main factors
which effect trust of consumer to purchase online.
Another group of researchers Christine Roy et al [14] did
some research on the fact that website usability has direct
impact on the trust of the supplier. They have suggested that
quality of interface is outcome of the initial trust establishment.
They took sixty-six (66) subjects and asked them to perform
some predefined book purchasing tasks from different kind of
fourteen (14) websites having different kind of interfaces and
then data was collected to evaluate the interface of the site and
the level of trust on the websites. They noted that 31.8% of
them had already made some purchases where as 53% was not
willing to share their credit card information. However 82%
participants think that making purchase online would simplify
their task and will increase their efficiency. They found that
four (4) usability factors out of five (5) have significant impact
on trust of vendor. They concluded that usability of a website
has significant impact on the establishment of the trust.
Fogg et al [17] evaluated the credibility of the websites.
They took more than two thousand five hundred (2500) people
to evaluate two (2) big websites of health domain and then they
www.ijacsa.thesai.org
Vol. 8, No. 12, 2017
tried to find out what people think about the credibility of these
websites by analyzing the comments of people. The purpose
of study was to investigate what people notice when they are
asked to evaluate the credibility of a website. In the study
46.1% people gave the comments about the website design and
look. Next important thing was website information structure
and the information focus. Study shared the comments of the
participants about the top 18 areas of the websites where
people noticed while evaluating the websites credibility. In
addition to analyzing the comments as a whole, they also
analyzed comments for a specific domain. For e-commerce
sites, people gave different comments. In those comments
popular name and reputation of vendor were more important
(in 25.9% of comments) than the overall average (14.1%).
Also, comments about customer service were more frequent
(16.7% v. 6.4%).
Rofiq and Mula [35] did survey for the Indonesian e-
commerce websites and they measured the customer’s trust
by analyzing the effect of vendor’s ability and integrity. The
outcome of the study stated that vendor’s integrity has positive
and substantial effect on the Indonesian customer’s trust.
Lee and Koubek [24] examines the effects of usability and
web design attributes on user preference for e-commerce web
sites. They examined the relationship between the perceived
usability before actual use and effect of design attributes on
user preferences for e-commerce websites. They also measured
the task completion time. Nine online bookstore websites
used by ten participants to perform this task. The outcome
of the study was, pre-use usability and task completion time
were correlated. Organizational structure and layout had great
impact on user preference than its aesthetic aspects. Further
different design attributes on user preference has also been
observed.
WebQual is a method for assessing the quality of the
website by Loiacono et al [26]. It is a method which has
been used in various domains. Barnes and Vidgen [4] measured
the assessment of e-commerce website quality using WebQual
method, to access online bookshops. This method has been
developed iteratively through applications in various domains.
This method converts the qualitative customer assessments into
quantitative metrics that can be useful for different decision
making.
Rahman et al [34] highlighted the main issue which is
restricting the people from purchasing online. Sixteen very
famous e-commerce business websites are taken for the ex-
periment from Pakistan. They took participants from the age
ranging from fourteen (14) years to sixty (60) years from
Pakistan. They applied Nielson’s usability heuristics and some
recommendation and suggestions were given on the basis of
the results of the survey. They showed that current websites
are not following proper usability standards defined by Nielson
and people of Pakistan use these websites only to view the new
trends, prices and description of products and they actually
don’t make any purchase through these websites.
Jones et al [23] measured the trust, attitude towards the
web, experience with the web and web usability. They found
that person’s increased web experience also increases the trust
of users on the websites.
510 | P a g e
 (IJACSA) International Journal of Advanced Computer Science and Applications,
Similarly Casaló et al [9] presented a work analysis to
measure the two concepts: trust and satisfaction.
Hampton-Sosa and Koufaris [21] examines the impact of
website appearance and usability on customer’s trust of online
company.
III. E NHANCED U SABILITY F RAMEWORK
Usability is very vital for a website to survive, people will
leave the website if they could not find what a company offer,
on its home page. One big reason of bad interface design for
a website is the lack of understanding about how the user will
surf the website for information [13]. According to Nielsen
- The word usability also refers to methods for improving
ease-of-use during the design process [30]. According to him
usability contains five (5) quality components: Learnability,
Efficiency, Memorability, Errors and Satisfaction. The percep-
tion of usability often affected by user characteristics such as
age, gender, education and technology skill level. Usability
also affected by cultural differences like use of colors and
animations [5].
ISO 9241 is a very diverse standard from International
Organization for Standardization (ISO), which covers the
ergonomics of Human Computer Interaction (HCI). Its key
components are effectiveness, efficiency and satisfaction [2].
Different researchers proposed different models, like Abran
et al [1] purposed modified version of ISO 9241. So our
proposed model is based on ISO 9241 and Abran and Khelifi
model and it is shown in Fig. 1 and it is our selection criteria
for this decision.
Fig. 1. Enhanced usability framework.
Our proposed enhanced usability framework consists of the
six (6) elements:
Usability: How easy to use a product.
Effectiveness: How effectively user complete the desired
task.
Efficiency: How efficiently user complete task with the use
of minimal resources.
www.ijacsa.thesai.org
Vol. 8, No. 12, 2017
TABLE I. C ATEGORIZATION OF PARTICIPANTS
Online Shopping Male Female Total
Random Group ≥1&≤3 45 15 60
Regular Group >3 45 15 60
Learnability: How easily user can learn the system.
Satisfaction: How much user is satisfied after using the
system and what is their feedback.
Security: What protocols are implemented for securing the
user information, privacy and financial transaction.
Usability, Effectiveness, Efficiency and Learnability leads
towards the website usability and satisfaction and security
leads toward the customer’s trust on the website. Our proposed
model is more advance and comprehensive because it includes
both process-related and product-related usability characteris-
tics.
IV. M ETHODOLOGY
The experiment was performed in three steps. First step was
about the filling of pre-experiment questionnaire to get partic-
ipant’s basic information. Then in step two some predefined
tasks were given to the subjects and they have to complete
those tasks in twenty (20) minutes. In the last step they have
to fill out the post experiment questionnaire and they have
to give suggestions, feedback, and design recommendations
for the websites. To measure the web usability and user trust
experiment was conducted on the two e-commerce websites of
Pakistan daraz.pk and homeshopping.pk. These two websites
are most popular and categorized as top ranked for shopping
in Pakistan.
A. Participants
As described earlier, the purpose of this study was to
evaluate the usability and trust of peoples on e-commerce
websites in Pakistan, so the study focuses on those people that
have used these websites at-least once for online shopping. The
users participated voluntarily in the study. We excluded some
participants on the basis of pre-task questionnaire. The pre-task
questionnaire helped us to identify which users can participate
in the activity. Forty-five (45) participants were discarded out
of one hundred sixty five (165).
Twenty-five (25) participants were found that do not per-
form online shopping once.Ten (10) users were confused while
performing the tasks and left the activity incomplete. Three
participants with vision problems were also excluded. Finally,
seven participants were excluded for other reasons, that is, to
maintain gender ratio and an age between sixteen (16) and
sixty (60) years. As described earlier, one hundred twenty
(120) participants were chosen to participate in the experiment
and divided into two equal groups named Random Group
and Regular Group. Random group are those participants who
performed less than three times shopping in the last year.
Those participants who performed shopping on these websites
regularly i.e. more than three times in a year are categorized
under Regular group. Each group of participants consists of
forty five (45) male users and fifteen (15) female users. The
details about the groups are given in Table I.
511 | P a g e
 (IJACSA) International Journal of Advanced Computer Science and Applications,
The experiment was conducted to evaluate the effective-
ness, efficiency, satisfaction and user trust on these websites.
This study did not require the participants to complete the
purchase of a product by submission of credit card information
or using checkout method. Different surveys on e-commerce
websites shows that the usability and the usefulness of a
website can be determined without actually purchasing a
product or a service [3, 11, 12, 19, 18, 25, 32, 33].
In our experiment the number of women were less than the
number of men due to the fact that its quite difficult to access
women in Pakistani society as most of them do not want to
share their identity. In our experiment the male-to-female ratio
was similar among the selected groups.
B. Tasks
The participants were given a small fifteen (15) minutes
presentation on multimedia to explain the purpose of the
research and some explanation about pre and post experiment
questionnaire. They were also given some time to get ac-
quainted to the system. There were total eight (8) tasks which
they have to perform on the given two websites, other than
filling the pre-experiment questionnaire and post-experiment
questionnaire. Daraz.pk and Homeshopping.pk are very fa-
mous e-commerce websites of Pakistan to sell every type of
goods like jewelry, mobile, computer, musical instruments and
garments etc.
In the experiment, task one was to sign up/in the website.
They have to make accounts on the websites. Second task was
to find a perfume of their own choice. Third task was to find
any laptop of their favorite brand and add that laptop into
cart. Fourth task was regarding the comparison of the products
available on the websites. They have to find two different
mobiles to compare their specifications and finally add one
of them in shopping cart.
Step five was to remove the products from the cart those
were added in step three. We performed experiment before
the checkout process to avoid the actual order placement and
processing. In step six participants were ask to find how to
acquire help in these websites. In step seven they have to search
for the return policies and in last step they have to sign out
from the system.
After these tasks a post experiment questionnaire was given
online for each website and they have to fill that form then a
short interview was conducted with each participants to get
his feedback and suggestions. The suggestions and feedback
of the users were noted. The interviews were very helpful
for open-ended qualitative feedback about missing features
and suggestions to make the process easier, robust, and user
friendly.
C. Experimental Setup and Procedure
This study experiment was carried out in the computer
lab of The University of Lahore, Pakistan in two different
sessions where sixty (60) users participated in each lab session.
In lab, all computers were homogeneous with respect to sys-
tem specification and operating system. Complete experiments
were conducted in three weeks. In 1st week, pre-experiment
questionnaire were given to all participants. Questionnaires
www.ijacsa.thesai.org
Vol. 8, No. 12, 2017
were online, where each user can submit only one response
against his/her email id. In this pre-experiment questionnaire
there were total six (6) questions to know the user’s basic
information, their daily computer usage and number of times
they performed shopping in last year (Fig. 2).
Fig. 2. Users are performing experiment in the lab.
The first session regarding online shopping was conducted
in second week. In first session random group performed the
experiment in lab. As mentioned earlier, there were total eight
(8) tasks involved in online shopping. Each lab session was
one (1) hour and (30) minutes long where twenty (20) minutes
were given for performing task on website 1. Then fifteen (15)
minutes to fill out the post experiment questionnaire and last
five (5) minutes were given for getting suggestions/feedback
from end users. After the break of ten (10) minutes participants
were asked to repeat the steps for website 2. First they
performed task on daraz.pk and then on homeshopping.pk.
All the participants were informed in the beginning of the
experiment that no assistance will be provided, and if someone
thinks that he/she will not be able to perform these tasks,
he/she can leave the lab after informing the mentor and don’t
fill the form, to make the experiment transparent and unbiased.
Second session was conducted after one week and in this
session Regular group performed the experiment. A small
change in this session is that this group performed task firstly
on homeshopping.pk and then on daraz.pk.
D. Evaluation
The end user trust level and web usability were eval-
uated on the basis of task completion time and our pro-
posed enhanced Standardized User Experience Percentile Rank
Questionnaire (SUPR-Q). The SUPR-Q is a rating Scale to
measure perceptions of usability, trust, credibility, appearance
and loyalty for websites [36]. This scale gives relative ranking
in terms of percentage, so fifty (50) is average percentile
rank score for SUPR-Q. The SUPR-Q has thirteen (13) items,
twelve (12) items have five (5) different choices while one
(1) item has eleven(11) different response items. The global
reliability of SUPR-Q is 0.94 [39]. Our proposed questionnaire
512 | P a g e
 (IJACSA) International Journal of Advanced Computer Science and Applications,
Vol. 8, No. 12, 2017

TABLE II. AVERAGE N UMBER OF TASKS P ER U SER ON B OTH

is an enhanced form of SUPR-Q having twenty three (23) W EBSITES
items with six (6) parameters such as usability, effectiveness,
Groups Number of Tasks SD Effectiveness
efficiency, learnability, satisfaction and security. All items have Random 7 1.41 81%
five choices having equal logical distance on likert scale. This Daraz.pk
Regular 7 1.54 91%
enhanced model is used in this study because it covers all the Homeshopping.pk
Random 5 1.76 62%
Regular 6 2.18 78%
important factors related to web usability and user’s trust.

V. R ESULTS Efficiency is measured on the basis of task time. The task

Random and Regular groups performed experiment on both time is calculated with a simple equation that is Time based
websites separately and filled the pre and post experiment efficiency.
questionnaires. To measure the performance of both groups on
these websites the performance metrics are based on number PR PN ni j
of completed tasks and task completion time of each group. Time Based Efficiency = j=1 i=1 ti j (2)
NR
Results of this experiment are not only compared between
groups but also compared with-in the groups. N= Total Number of tasks
Fig. 3 shows the average time (in minutes) per user of R= Total participants
Random and Regular groups on both websites. Random group
spends almost equal time on both websites while Regular nij= Results of task i by user j. It is one (1) if user
group consumed less time on daraz.pk as compared to other successfully complete the task otherwise it is zero (0).
website. tij= Time spend user j to complete task i.
Both groups showed the highest efficiency on daraz.pk but
on homeshopping.pk the task completion efficiency of Random
group is less than the Regular group. Results of both groups
are shown in Fig. 4.

Fig. 3. Average time per user on both websites.

Average number of tasks completed per user are shown in
Table II. Random group completed seven (7) tasks on daraz.pk
and completed five (5) tasks on homeshopping.pk. On the
other hand Regular group completed seven (7) tasks per user
on daraz.pk and six (6) tasks on other website. Both groups
followed the sequence of tasks given in section 4.2.
Effectiveness is calculated on the basis of number of tasks
completed successfully. It is calculated using a simple equation
of completion rate metric [29].
Number of tasks completed
Effectiveness = ∗ 100% (1)
Total number of tasks
A study conducted by jeff sauro [38] on twelve hundred (1200)
usability tasks shows that average task completion rate is 78%.
Our results of task completion rate with shown in Table II.
www.ijacsa.thesai.org
Fig. 4. Time based task completion efficiency.
Time based task completion efficiency of Random group
was 61% on daraz.pk and 26% on homeshopping.pk. Regular
group Showed high efficiency on both websites that were 82%
and 43% respectively.
After performing the experiment all users were given the
enhanced SUPR-Q questionnaire to collect their feedback
about these websites. Same questionnaire were used for all
type of groups so that their results can be compared. Fig. 5
and 6 shows the Z-Score to percentile rank of each group.
Z-Score to Percentile Rank is Six-Sigma technique which
means it ensure the highest quality output by reducing the
defect after identifying the cause of deviations. [40]. It converts
the score of likert scale into normal score. It is the only
513 | P a g e
 (IJACSA) International Journal of Advanced Computer Science and Applications,
Vol. 8, No. 12, 2017

metric that includes variability in the scores and offer most

precision because it uses the mean [37]. From questionnaire we
measured remaining four parameters of the websites and those
are usability, satisfaction, security and learnability. Fig. 5 and
6 shows the average Z-Score for remaining four parameters
along their confidence interval. The score of daraz.pk was
almost the double of homeshopping.pk.

Fig. 6. Enhanced SUPR-Q Score Homeshopping.pk

on these websites. Major usability issues with these websites

are shown in the Fig. 7.

Fig. 5. Enhanced SUPR-Q Score Daraz.pk

Z-Score to percentile rank of Usability for Regular Group

was 45.2 and for Random group it was 40 on daraz.pk. Using
this score it is clear that Regular group was more satisfied
with the usability of daraz.pk. Then we calculated same score
for homeshopping.pk. Regular group score was 17.7 while
random group scored 15.5. Scores of homeshopping.pk for
Regular group was greater than other group but it was very
low. Second we calculated Satisfaction score for both groups.
46.8 was the score for Regular group on daraz.pk and 19.1
on homeshopping.pk, whereas for Random group 44.8 was on
daraz.pk and 17.5 was on homeshopping.pk. Again from the
score it is clear that Regular group was more satisfied with the
daraz.pk.
Our third calculated parameter was Security. Z-Score to
percentile rank for Regular group was 59.6 on daraz.pk and 34 Fig. 7. Major usability issues.
for homeshopping.pk. Random group score for daraz.pk was
52.7 and homeshopping.pk 33.3. Both group reacted almost These are some major observation that are observed from
same for the security of homeshopping.pk which was less user’s feedback.
secure. Learnability was our last parameter to calculate. Both
websites scored almost same for the learnability. On Daraz.pk 1) The usability has direct impact on trust of user on
Regular group scored 33.6 and Random group scored 34.6 and that website. Higher usability will lead towards higher
on homeshopping.pk 27.6 was the score for Regular group and trust.
26.7 was for Random group. So overall learnability score for 2) Usability of e-commerce websites of Pakistan is
daraz.pk was higher for both groups. very poor. Color and font selection is not good.
Searching on the websites has some issues, like no
VI. O BSERVATIONS AND F INDINGS detailed results were there. No search suggestions
were provided. Navigation of the sites are poor. No
From user’s interviews and feedback, it is observed that information regarding feedback, user reviews, rating
users were facing many challenges regarding usability and trust of products, brand impression is available.
www.ijacsa.thesai.org 514 | P a g e
 (IJACSA) International Journal of Advanced Computer Science and Applications,
3) Return Policy is not good like you can change product
only if it has some defect or if it is not what you
ordered, and if some websites have other options but
that are very cumbersome.
4) People in Pakistan use these e-commerce websites
only to see the latest trends and prices and don’t do
shopping because of trust level. People come on e-
commerce websites, put orders in cart and at the end
leave the site before completing the order because
sign up process is not easy and people don’t feel
comfortable while giving credit card information and
personal data even personal email.
5) People don’t give reviews after buying products.
6) There should be compare feature on these website to
compare different brand and products easily.
VII. O UR R ECOMMENDATIONS
Below are some of our recommendations for the websites
which should be followed while making these websites:
1) Sign up process should be easy.
2) Add to cart and remove from cart should be simple.
3) Payment method should be secure. Use some third
party security systems to get more trust of the cus-
tomers.
4) If user have some items in the bucket and if he/she
tries to close the browser then a pop up message can
be shown that you have some items in cart, are you
really want to close the window.
5) If cart price goes higher like more than three (3)
thousand rupees then least important items should
be filtered out for the user and system should give
suggestion to the user that these are less important
and these are more important items.
6) Once user put shipping address and other common
fields then system should store that information for
future use. No credit card related information should
be stored. This will give user a little threat of privacy.
7) When a person completes order then make the review
necessary so that people can provide their feedback.
Reviews and rating is very helpful for other users to
do shopping.
VIII. C ONCLUSION AND F UTURE W ORK
Internet is the integral part of everyone’s daily life whether
they are in home or in office. More and more businesses are
moving towards online day by day. Website’s usability has
direct impact on the user’s trust level but unfortunately there
is a gap between customer’s expectations and the results they
get on e-commerce sites.
This study proposed a new enhanced SUPR-Q model to
measure the web usability and user’s trust level. Results of
the study shows that overall usability score for daraz.pk was
more reliable as compared to other website. On the other hand
satisfaction of users was equally handed for both the websites.
Our two parameters such as effectiveness and efficiency was
accurately calculated from simple mathematical equations.
Users showed highest results of effectiveness and efficiency
on daraz.pk e.g 91% and 82%.
www.ijacsa.thesai.org
Vol. 8, No. 12, 2017
After analyzing the experiment data, we found that as
security level rating increases in both websites it enhances
the usability and satisfaction level which shows that the
hypothesis declared in introduction section is accepted. From
user’s interviews and feedback we highlighted many usability
issues exists in both websites and we also gave some design
recommendations for the future.
The experiment we performed was based on limited users
sample; it might have been far productive and conducive
to many more prospects, if it had been performed on large
scale with bigger sample size. This experiment hails from six
different parameters, but we have only been able to utilize two
of them. This experiment may be expanded further by utilizing
all the parameters individually compared with each other.
R EFERENCES
[1] Abran A, Khelifi A, Suryn W, Seffah A (2003) Consolidating the ISO
usability models
[2] Abran A, Khelifi A, Suryn W, Seffah A (2003) Usability meanings and
interpretations in ISO standards, vol 11. Springer
[3] Agarwal R, Venkatesh V (2002) Assessing a firm’s web presence:
A heuristic evaluation procedure for the measurement of usability.
Information Systems Research 13(2):168–186
[4] Barnes SJ, Vidgen RT (2002) An integrative approach to the assessment
of e-commerce quality. J Electron Commerce Res 3(3):114–127
[5] Becker SA, Mottay FE (2001) A global perspective on web site usability.
Software, IEEE 18(1):54–61
[6] Benbunan-Fich R (2001) Using protocol analysis to evaluate the usability
of a commercial web site. Information & management 39(2):151–163
[7] Berners-Lee T, Fischetti M (1999) Weaving the web. 1999. Orion
Business, New York
[8] Bevan N (1995) Measuring usability as quality of use, vol 4. Springer
[9] Casaló LV, Flavián C, Guinalı́u M (2010) Generating trust and satisfac-
tion in e-services: the impact of usability on consumer behavior. Journal
of Relationship Marketing 9(4):247–263
[10] Chen C (2003) An investigation of significant factors affecting consumer
trust in e-commerce
[11] Chen C (2003) An investigation of significant factors affecting consumer
trust in e-commerce
[12] Chen Ld, Gillenson ML, Sherrell DL (2004) Consumer acceptance of
virtual stores: a theoretical model and critical success factors for virtual
stores. ACM Sigmis Database 35(2):8–31
[13] Chi EH (2002) Improving web usability through visualization. Internet
Computing, IEEE 6(2):64–71
[14] Christine Roy M, Dewit O, Aubert BA (2001) The impact of interface
usability on trust in web retailers, vol 11. MCB UP Ltd
[15] Devaraj S, Fan M, Kohli R (2002) Antecedents of b2c channel satisfac-
tion and preference: validating e-commerce metrics. Information systems
research 13(3):316–333
[16] Donaire XS (2009) Don’t make me think: a common sense approach
to web usability. Item: Revista de biblioteconomia i documentació
(50):134–135
[17] Fogg B, Soohoo C, Danielson DR, Marable L, Stanford J, Tauber ER
(2003) How do users evaluate the credibility of web sites?: a study
with over 2,500 participants. In: Proceedings of the 2003 conference on
Designing for user experiences, ACM, pp 1–15
[18] Gefen D, Straub D, Boudreau MC (2000) Structural equation modeling
and regression: Guidelines for research practice. Communications of the
association for information systems 4(1):7
[19] Gefen D, Karahanna E, Straub DW (2003) Trust and tam in online
shopping: an integrated model. MIS quarterly 27(1):51–90
[20] Gustavsson M, Johansson AM (2006) Consumer trust in e-commerce
[21] Hampton-Sosa W, Koufaris M (2005) The effect of web site perceptions
on initial trust in the owner company. International Journal of Electronic
Commerce 10(1):55–81
[22] ISO W (1998) 9241-11. ergonomic requirements for office work with
visual display terminals (vdts). The international organization for stan-
dardization 45
[23] Jones K, Leonard LN, Riemenschneider CK (2009) Trust influencers on
the web. Journal of Organizational Computing and Electronic Commerce
19(3):196–213
515 | P a g e
 (IJACSA) International Journal of Advanced Computer Science and Applications,
Vol. 8, No. 12, 2017

[24] Lee S, Koubek RJ (2010) The effects of usability and web design • 34-42
attributes on user preference for e-commerce web sites, vol 61. Elsevier • 43-51
[25] Liang TP, Lai HJ (2002) Effect of store design on consumer purchases: • 52-60
an empirical study of on-line bookstores. Information & Management 3) Did you ever perform online shopping once?
39(6):431–444 • Yes
[26] Loiacono ET, Watson RT, Goodhue DL (2002) Webqual: A measure of • No
website quality. Marketing theory and applications 13(3):432–438 • Don‘t Know
[27] Lowry PB, Vance A, Moody G, Beckman B, Read A (2008) Explaining
and predicting the impact of branding alliances and web site quality on 4) If you have already perform online shopping, how many times you
initial consumer trust of e-commerce web sites, vol 24. Taylor & Francis did shopping in past 1 year?
[28] matthew i (2014) container of truth. Lulu.com, URL • 1-3 Times
https://books.google.com.pk/books?id=ouUNBAAAQBAJ • 4-6 Times
[29] Mifsud J (2015) Usability Metrics - A Guide To Quantify The Usability • More than 6 Times
Of Any System 5) How is your vision? (How do you see?)
[30] Nielsen J (2003) Usability 101: Introduction to usability • Normal
[31] Nielsen J, Levy J (1994) Measuring usability: preference vs. perfor- • Corrected to normal (use of glasses)
mance. Communications of the ACM 37(4):66–75 • I can see things better up close than far away
[32] O’Donnell JB (2002) Assessment of the impact of web site design on • I can see things better in the distance but not up close
consumer trust and the purchase decision. ACM • I generally can’t see well
[33] Park JJ (2003) Understanding consumer intention to shop online: A
model comparison 6) How often you use computer
[34] Rahman M, Komal S, Khan A, Qamar T (2011) Usability and accessibil- • Daily 1 - 3 Hours
ity evaluation of pakistan’s e-commerce sites. ARPN Journal of Science • Daily 4 - 6 Hours
and Technology • Daily More than 6 Hours
[35] Rofiq A, Mula JM (2010) The effect of customers trust on e-commerce:
A survey of indonesian customer b to c transactions. In: International Post-experiment Questionnaire
Conference on Arts, Social Sciences & Technology, Penang, Malaysia, Usability:
pp 24–25
[36] Sauro J (2004) The Standardized User Experience Percentile Rank 1) This website is easy to use?
Questionnaire. http://www.suprq.com • Strongly Agree
[37] Sauro J (2011) How to interpret survey responses: 5 techniques. • Agree
http://www.measuringu.com/blog/interpret-responses.php • Neutral
[38] Sauro J (2011) What is a good task-completion rate? • Disagree
http://www.measuringu.com/blog/task-completion.php • Strongly Disagree
[39] Sauro J, Lewis JR (2012) Quantifying the user experience: Practical
statistics for user research. Elsevier 2) I am able to find what I need quickly on this website?
[40] Smith B (1986) Six Sigma: Strategy & Methodology. • Strongly Agree
http://www.esixsigma.org/ • Agree
• Neutral
• Disagree
AUTHORS ’ P ROFILE
• Strongly Disagree
Rohail Shehzad is an IT professional and Lecturer. He holds MS degree 3) I enjoy using this website?
in Computer Science and he is a Software Engineer. He is working in the • Strongly Agree
areas of Human Machine Interfaces for Deaf people. His research interests are • Agree
in HCI, Gestural interfaces, Adaptive Interfaces, Virtual reality, Augmented • Neutral
reality and Visual design. • Disagree
Zulqurnan Aslam is an IT professional and holds MS degree in Com- • Strongly Disagree
puter Science. He is an IT Development Manager and have more than 6 years 4) It is easy to navigate within the website?
of development experience in ERP systems and Web Developments and its • Strongly Agree
architectures. He is researcher by passion and his research interests are in • Agree
HCI, Semantic Web Mining and Adaptive Interfaces. • Neutral
• Disagree
Nadeem Ahmad is the Head of CS & IT department in The Supe- • Strongly Disagree
rior University, Lahore (Pakistan). He has completed his Dual PhD from
Politecnico di Torino (Italy) and University of Potsdam (Germany). He is 5) I found the website to be attractive?
working in the areas of Human Machine Interfaces for Deaf and Low-literacy • Strongly Agree
users. His research work mainly focuses on natural user interfaces, social • Agree
computing,usability barriers for low-literacy users, localization, accessibility • Neutral
and visual design. • Disagree
• Strongly Disagree
Muhammad Waseem Iqbal is an assistant professor in the department 6) The website has a clean and simple presentation?
of CS & IT at the University of Lahore (Pakistan). He is Phd Scholar and
working in the areas of adaptive user interfaces for mobile devices. • Strongly Agree
• Agree
• Neutral
A PPENDIX • Disagree
Pre-experiment Questionnaire • Strongly Disagree
7) Will it be helpful to communicate with online reviewers?
1) What is your Gender? • Strongly Agree
• Male • Agree
• Female • Neutral
• Prefer not to mention • Disagree
2) What is Your Age? • Strongly Disagree
• 16-24
• 25-33

www.ijacsa.thesai.org 516 | P a g e
 (IJACSA) International Journal of Advanced Computer Science and Applications,
Vol. 8, No. 12, 2017

Learnability: 16) How likely are you to recommend this website to a friend or
8) Could you perform the comparison of the products given in the colleague?
task list? • Strongly Recommended
• Strongly Agree • Recommended
• Agree • Neutral
• Neutral • Not Recommended
• Disagree • Not Recommended
• Strongly Disagree 17) Are you satisfied with the help available on the website?
9) Do you think comparison of two products should be there on e- • Strongly Agree
commerce websites? • Agree
• Strongly Agree • Neutral
• Agree • Disagree
• Neutral • Strongly Disagree
• Disagree 18) If you like the product and brand, do you think website should
• Strongly Disagree have its customer feedback or reviews?
• Strongly Agree
• Agree
Satisfaction:
• Neutral
10) I feel comfortable purchasing from this website?
• Disagree
• Strongly Agree • Strongly Disagree
• Agree
• Neutral 19) I feel confident conducting business with this website?
• Disagree • Strongly Agree
• Strongly Disagree • Agree
11) This website keeps the promises it makes to me? • Neutral
• Disagree
• Strongly Agree • Strongly Disagree
• Agree
• Neutral
• Disagree Security:
• Strongly Disagree 20) Is the security of these websites important for you?
12) I can count on the information I get on this website? • Strongly Agree
• Strongly Agree • Agree
• Agree • Neutral
• Neutral • Disagree
• Disagree • Strongly Disagree
• Strongly Disagree 21) Will it affect you if they share your personal data on their website?
13) Is Cost of the product important for you? • Strongly Agree
• Strongly Agree • Agree
• Agree • Neutral
• Neutral • Disagree
• Disagree • Strongly Disagree
• Strongly Disagree 22) Which of the payment methods do you find helpful and easy when
14) I will likely visit this website in the future? shopping on the website?
• Strongly Agree • Google Check Out
• Agree • Cash on delivery
• Neutral • Credit
• Disagree • Debit Card
• Strongly Disagree • Paypal
15) Does it affect your trust when you see some famous brands on the 23) The information on this website is valuable?
website? • Strongly Agree
• Strongly Agree • Agree
• Agree • Neutral
• Neutral • Disagree
• Disagree • Strongly Disagree
• Strongly Disagree

www.ijacsa.thesai.org 517 | P a g e